The importance of attitudes in the decision to use mass transit

This paper reports the results of tests of the hypotheses that attitudinal variables are important in mode choice decisions and that they can significantly increase the explanatory power of network-based mode choice models. Conflicts between the results of previous work by Lovelock and Johnson are resolved by this study. Attitudinal items used by Johnson and by Lovelock in separate studies in the San Francisco Bay area were included in a survey of Chapel Hill households. Tests of the incremental explanatory power of the attitudinal variables in mode choice models confirm that the items used by Johnson do not contribute to the explanatory power of models using network time and cost data. Similar tests showed that Lovelock's attitudinal items do significantly increase the predictive ability of the models. The conflicting results of these previous studies are therefore due to the content of the items. Attitudinal data, including both attitude items and measures of perceptions of system attributes, do enhance the predictive power of models involving network data.This research was supported by a grant from the Urban Mass Transportation Administration, U.S. Department of Transportation, Washington, D.C.